Strategic positioning

Alcimed assists its clients in defining their strategic positioning by identifying the strategic angle and relevant value propositions to adopt for their activities, in order to differentiate them in their target market and provide them with a sustainable competitive advantage.

Alcimed: consulting strategic positioning

How we help you in the definition of your strategic positioning

When it comes to developing a new business, creating a new activity or a new sector, capturing value in a market or an ecosystem, it is necessary to define the strategic positioning to adopt in this environment: what will be the targets? What will be the value proposition? What will be the differentiating asset compared to competitors or similar entities? What ambition should be targeted? All these questions are related to strategic positioning. Defining it helps to give meaning and coherence to future actions, to align teams and stakeholders towards the same objective and to maximize the chances of success.

Alcimed has developed a real know-how in defining strategic positioning for both private and public players. Such projects may require a strategic audit in order to better understand the internal and external environment of the structure, and always include a quality dialogue with all stakeholders in order to co-construct a winning positioning, ambitious and realistic at the same time.

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Some examples of strategic positioning definition projects for our clients

Definition of a pharmaceutical company’s value proposition for hospital services

The “specialty medicine” branch of a pharmaceutical laboratory, which includes all the products intended for hospitals, wanted to develop its “beyond the pill” service offer for doctors. We interviewed a panel of potential customers to understand their expectations of the services being considered, prioritized them to select the three most relevant in terms of value to customers but also in terms of the legitimacy of the pharmaceutical company. For each selected service, we defined a strong value proposition, which allowed us to align the development of the new service with our client’s product and to give meaning to its field teams.

Definition of the strategic positioning of a French territory in the healthcare sector

A French region asked us the following question: how can we define a strategic positioning in health that generates value for the region’s players, is appealing to attract new activities and even new companies, and differentiates from other existing health clusters in France? To do this, we diagnosed the region’s strengths and weaknesses, carried out a benchmark of similar clusters in France and internationally in order to both differentiate ourselves from them and identify good practices to be replicated, and led a multi-stakeholder workshop at the regional level. In the end, we came up with an original positioning, combined with ambitious regional economic development goals, and co-constructed a roadmap shared with all the players involved.

Definition of the strategic positioning of a leader in aeronautics in the field of autonomous vehicles

The development of autonomous systems has been a strategic aspect for the aeronautics market for several years. Alcimed assisted the management of an aeronautical equipment manufacturer in the choice of the best strategic positioning for autonomous vehicles. To do so, our team identified current technological developments, analyzed the relative positions of our client’s direct competitors and other players along the value chain, and assessed its customers’ expectations and level of maturity in terms of autonomy. Our exploration also looked at the limits from a regulatory and certification point of view to finally define a concrete action plan enabling our client to become a key player in tomorrow’s aviation solutions.

DĂ©finition of the strategic positioning of an antimicrobial protection technology in the hygiene and health sector

We assisted an industrial client in the development of its antimicrobial protection technology on a new market. Until then used in a variety of markets (food processing, textile industry, automotive, …) and for many applications, our client wanted to promote its technology in the hygiene and health sector, finding a strategic positioning that would allow the company to establish itself in this new market. After a detailed mapping of the value chains of the new targeted sectors and a competitive analysis, our team identified and co-selected with our client priority market segments, then tested the market receptivity, needs and expectations of prospects. This comprehensive analysis allowed our client to decide on a strategy to prioritize its market approach: which segment, which sub-segment, in which order of priority,… and to build a value proposition and a commercial approach to differentiate itself from the competition.

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